BASF launches new global pigments brand

BASF has announced the launch of its Colors & Effects brand, bundling BASF’s global pigments business. The new brand encompasses BASF’s distinct colourants and effect pigments portfolio and serves customers across five key industries, including coatings, plastics, printing, cosmetics and agriculture.

"To continue to grow and develop their business, our customers need a diverse selection of pigments and global expertise,” said Alexander Haunschild, Senior Vice President, Global Pigments Business, pictured right. "In this competitive marketplace, we created a brand focused entirely on pigments to provide our customers with products and solutions from one single source.”

BASF organised its global pigments business in an industry approach and established teams concentrated solely on the coatings, plastics, printing, cosmetics and agriculture markets. This is the first time the company has created dedicated global pigment teams for the agriculture and cosmetics industries.

"Our number one priority is to remain a reliable global supplier to our customers. This brand underlies the key strengths we bring to the market: chemical expertise and a broad portfolio of colourants and high performance effect pigments,” said Haunschild. "BASF continues to invest resources into this change and we are confident we have the right experts and portfolio to help our customers continue to innovate.”

BASF operates 13 pigment production sites in China, France, Germany, Korea, The Netherlands, Switzerland and the USA. To learn more about the Colors & Effects brand, visit www.colors-effects.basf.com.